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Hangover

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Agency Network: 
Published/Aired: 
August 2011
Like
39
Views
12374
Basics 029:  Hangover

Description

Print advertisement created by Happy Creative Services, India for Basics 029, within the category: Fashion.

Caption

Basic hangover

Advertising Agency: Happy, Bangalore, India
Chief Creative Officer: Praveen Das
Executive Creative Director: Kartik Iyer
Art Director: Viduthalai Raj
Copywriter: Athul Chathukutty
Photographer: Miro
Studio Head: Ramakrishna R
Account Supervisor: Neelima Kariappa
Account Executive: Vigya Atri
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simonds08's picture

make it stop

simonds08
Activity Score 598
Billoughsby's picture

Something about The Complete Smiths

Billoughsby
Activity Score 5154
Art Director |

That's it.

Roger Keynes's picture

:) A few Creatives with Thorns in their Sides around here!

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

arthor's picture

I'm not very informed on Indian culture and business procedures but perhaps someone can enlighten me.

I've noticed a lot of Indian ads on ATOW are featuring caucasians. Is this by any chance a deceptive marketing strategy positioning indian brands as faux american brands? Or is there a large caucasian market in india I've never heard about?

arthor
Activity Score 513
Hadrons's picture

Very astute observation and a valid question. First, I looked up the phrase Caucasian..

An anthropological definition: "Of or being a human racial classification distinguished especially by very light to brown skin pigmentation and straight to wavy or curly hair, and including peoples indigenous to Europe, northern Africa, western Asia, and India". Which in this case, you have no case.

So what really bothers you is why you don't see what you believe to be typical "Indian" people in those ads

You in a way ask for categories and "casts". No more global village that caters to all. You are looking for differences in appearences and wanting to 'feel' the gaps between cultures.

Funny, you don't make this remark to american ads that use "Afro-Americans" models or we should call it by the race: Negros.

It seems that the (nausiating) PC movement cannot after all let go of some stereotypes , we still need them to define ourselves.

That will be 5 cents for this analysis. :-)

Hadrons
Activity Score 6064

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

sambuca's picture

you're about him pointing out the caucasian thing.

but still, if the target are people from and in india the models doesn't look like them.
in thailand they do this as well.

sambuca
Activity Score 1066
Art Director at tolingo GmbH
Hadrons's picture

If Sir Ivan would be kind enough to bring ads from Thailand (and not the crappy shopping mall ones like http://adsoftheworld.com/media/print/le_befane_mall_bow), I'll pick up the gauntlet.

Hadrons
Activity Score 6064

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

arthor's picture

Ok, I'm not trying to be offensive here or appear racist. I live in Canada, we live and work with all races. We do have very multi-cultural advertising.

So to me it sounds like in this is how Indians idealize themselves. You have socially accepted it this way rather than seeing the ads as blatantly trying to project americanization onto people so they buy more.

arthor
Activity Score 513
tyro's picture

I agree..
The use of Caucasians could partly be attributed to the desire of being a 'light-skinned' person.
@Hadrons - That apart, Also, i would definitely not use the N word when describing African Americans!

tyro
Activity Score 28
Bangalore, India
Molecule's picture

I wouldn't call it deceptive, just creating appeal for that market by showing that its "Caucasian style", would be my guess.

Molecule
Activity Score 435
Copywriter
jai hind's picture

in total agreement with the observations made by arthor, may be inferiority complex of my nation, in-spite of going strong in all the arenas viz.; economy, education, development etc.

jai hind
Activity Score 356
Art Director |

jai hind
art director

arthor's picture

Yes, that is what I'm really wondering. Do the people lack the technology and worldliness to realize this is NOT an american brand.

arthor
Activity Score 513
saya's picture

Metropolitan cities in India are considered as vital economical, cultural and political centres. Further, the metropolitan cities like Bangalore are also considered as the crucial hub for international communications. So I guess: In Metropolitan or Semi-Metropolitan: these ads can work...

Advertising, especially advertising for fashion and lifestyle products, is material for ordinary people’s fantasy about who they are and what kind of people they wanna be. How are the teenagers and children in the process of constructing a storyline about their individual and cultural identities influenced by the fact that guys and gals with foreign looks occupy the billboards and those in their semblance get kicked out?

saya
Activity Score 356
Art Director at Madras Brand Solutions
MicheleVirgilio's picture

however flat

MicheleVirgilio
Activity Score 2617
andylefty's picture

Not a fan really.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
vivek7's picture

not 'happy'

vivek7
Activity Score 30
Creative Director at Kick-ass
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